Allianz wanted to hold a charity fundraising event for employees, to celebrate its 125th anniversary. The brief was to create a fun and engaging event to encourage Allianz employees and their families to enjoy themselves and raise money for the Saracens Sport Foundation. The target was to have 2,000 guests, representing all of the different Allianz companies in the UK. After winning a competitive pitch, Paragon was appointed to bring the concept of 'Party at the Park' to life.
Paragon had to create a festival atmosphere within Allianz Park that would appeal to both adults and children. As part of this, the park had to be divided into three areas and accommodate more than 50 acts and activities on the day. The agency had to ensure the smooth running of all events, as well as making sure they appealed to the audience.
Activities were spread out across three areas, ‘The Pitch’, ‘The Park’ and ‘The Piazza’. The main features of ‘The Pitch’ included a huge zorbing track, climbing wall and skate ramp, where guests could learn new skating and BMX skills. One quarter of the pitch was dedicated to the Saracens community team, who hosted rugby training, tag rugby and cheerleading activities, while the main stage featured a performance by Natalie Lowe and Ian Waite from BBC’s Strictly Come Dancing. ‘The Park’ offered further activities for guests, including mini golf, an obstacle course, bucking bronco and sumo wrestling, while 'The Piazza' boasted a range of street entertainment including graffiti walls, acrobats and fun fair games. Food trucks were on hand to feed hungry guests and special prizes were on offer.
More than 2,000 Allianz staff and their families attended the day, raising £10,000 for the Saracens Foundation. In a post-event survey, 95% of staff rated the day as ‘excellent’ or 'very good'. The event exceeded all targets set and David Keel, head of communications at Allianz Insurance, said he was impressed with Paragon’s creative approach to the brief, which included a theme, activities and entertainment, appealing to a wide ranging audience. "What is even more impressive is that they were also able to manage the logistics of such a large-scale event with skill and efficiency," he added.
EVENT: Party at the Park, Allianz Anniversary
GROUP SIZE: 2,000
DATE: 11th July, 2015
VENUE: Allianz Park
• For more case studies and features, as well as breaking news, sign up to C&IT Magazine's daily Newstracker here